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Howard Friedman

Guide to Tradeshow Exhibiting Tips & Best Practices

How to Get the Best Results from Your Investment in Tradeshows


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Summary: Tradeshows can be a powerful marketing and sales tool that enable companies of all sizes to compete cost-effectively against any organization. Here are a few tips can help you get the best results from your investment in tradeshow marketing.

Set Goals:

Here are most common top 5 reasons exhibitors participate in tradeshows:
- Collect qualified leads from prospective customers.
- Launch new products or relaunch existing products.
- Meet with current customers, build relationships and/or write orders.
- Conduct research among your target audience.
- Find partner organizations.

Exhibit at only the “Right Shows”

Make sure your marketing team asks the right questions of show organizers before your sign a contract.
- Describe the event to me and what makes it different?
- Request buyer demographics from the prior show.
- Which industry magazines and online partners participate as sponsors - Identify marketing tools included as part of the basic exhibit package or at low cost.

Conduct pre-show activities:

- Make sure your booth graphics are very clear.
- Train booth team on products relevant to the show’s target market.
- Conduct “booth selling” skills session.
- Empower a “booth leader”.
- Encourage daily team meetings
- Provide incentives for achieving your goals
- Schedule rest breaks to keep your booth team fresh.
- Banish cell phones from your booth.
- Never break down your booth before the show ends.
- Record all qualified leads and specific follow-up action items required.

Critical Post-Show Follow-up:

- Create a database of all qualified leads.
- Follow-up with qualified leads within 48 hours of show closing.
- Hold a post-show team meeting to identify how to improve future shows.

Contact us at howard@hftradeshow.com


Action Steps
The best contacts and resources to help you get it done

Email for Information on Tradeshow Consulting That Will Improve Your Sales Results


Tradeshow marketing consulting services that are customized for your company's unique needs, business challenges. A few simple programs can help you drastically increase the results on your most important tradeshow marketing objectives.

I recommend: http://www.hftradeshow.com/wst_page5.html

For Additional Tradeshow Exhibiting Ideas


Contact the Tradeshow Exhibitors Association

I recommend: http://www.tsea.org/

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